Content-modification system with multiple video buffers feature

ABSTRACT

In one aspect, a method includes transmitting a request for supplemental content for use by a content-presentation device that is scheduled to perform a content-modification operation at a start-time and, in response to the request: receiving, into a first buffer of the content-presentation device, first supplemental content having a first video quality that is higher than or equal to a predefined threshold, and receiving, into a second, different buffer of the content-presentation device, second supplemental content having a second video quality lower than the predefined threshold. The method also includes within a predefined time period before the start-time, determining whether an entirety of the first supplemental content has been received into the first buffer. The method also includes based on the determination, selecting supplemental content from a set of supplemental content that includes the first and second supplemental content, and performing the content-modification operation using the selected supplemental content.

USAGE AND TERMINOLOGY

In this disclosure, unless otherwise specified and/or unless theparticular context clearly dictates otherwise, the terms “a” or “an”mean at least one, and the term “the” means the at least one.

SUMMARY

In one aspect, a method is disclosed. The method includes transmitting arequest for supplemental content for use by a content-presentationdevice in performing a content-modification operation, where thecontent-modification operation comprises modifying a modifiablecontent-segment received by the content-presentation device, and wherethe content-presentation device is scheduled to perform thecontent-modification operation at a modification start-time. The methodalso includes in response to the request: receiving, into a first inputbuffer of the content-presentation device, first supplemental contenthaving a first video quality that is higher than or equal to apredefined video quality threshold, and receiving, into a second inputbuffer of the content-presentation device, second supplemental contenthaving a second video quality that is lower than the predefined videoquality threshold, where the second input buffer is different from thefirst input buffer. The method also includes within a predefined timeperiod before the modification start-time, making a determination ofwhether an entirety of the first supplemental content has been receivedinto the first input buffer. The method also includes based on thedetermination, selecting supplemental content from a set of supplementalcontent that includes the first supplemental content and the secondsupplemental content. The method also includes performing thecontent-modification operation by modifying the modifiablecontent-segment using the selected supplemental content.

In another aspect, a non-transitory computer-readable storage medium hasstored thereon program instructions that, upon execution by a processor,cause performance of a set of operations. The set of operations includestransmitting a request for supplemental content for use by acontent-presentation device in performing a content-modificationoperation, where the content-modification operation comprises modifyinga modifiable content-segment received by the content-presentationdevice, and where the content-presentation device is scheduled toperform the content-modification operation at a modification start-time.The set of operations also includes in response to the request:receiving, into a first input buffer of the content-presentation device,first supplemental content having a first video quality that is higherthan or equal to a predefined video quality threshold, and receiving,into a second input buffer of the content-presentation device, secondsupplemental content having a second video quality that is lower thanthe predefined video quality threshold, where the second input buffer isdifferent from the first input buffer. The set of operations alsoincludes within a predefined time period before the modificationstart-time, making a determination of whether an entirety of the firstsupplemental content has been received into the first input buffer. Theset of operations also includes based on the determination, selectingsupplemental content from a set of supplemental content that includesthe first supplemental content and the second supplemental content. Theset of operations also includes performing the content-modificationoperation by modifying the modifiable content-segment using the selectedsupplemental content.

In another aspect, a computing system includes a processor and anon-transitory computer-readable storage medium, having stored thereonprogram instructions that, upon execution by the processor, causeperformance of a set of operations. The set of operations includestransmitting a request for supplemental content for use by acontent-presentation device in performing a content-modificationoperation, where the content-modification operation comprises modifyinga modifiable content-segment received by the content-presentationdevice, and where the content-presentation device is scheduled toperform the content-modification operation at a modification start-time.The set of operations also includes in response to the request:receiving, into a first input buffer of the content-presentation device,first supplemental content having a first video quality that is higherthan or equal to a predefined video quality threshold, and receiving,into a second input buffer of the content-presentation device, secondsupplemental content having a second video quality that is lower thanthe predefined video quality threshold, where the second input buffer isdifferent from the first input buffer. The set of operations alsoincludes within a predefined time period before the modificationstart-time, making a determination of whether an entirety of the firstsupplemental content has been received into the first input buffer. Theset of operations also includes based on the determination, selectingsupplemental content from a set of supplemental content that includesthe first supplemental content and the second supplemental content. Theset of operations also includes performing the content-modificationoperation by modifying the modifiable content-segment using the selectedsupplemental content.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a simplified block diagram of an example content-modificationsystem in which various described principles can be implemented.

FIG. 2 is a simplified block diagram of an example computing system inwhich various described principles can be implemented.

FIG. 3 is a diagram of example linear sequences of content and relatedconcepts.

FIGS. 4A, 4B, 4C, 4D, 4E, and 4F collectively make up a table showingexample time-periods and corresponding operations that can be performedin connection with the example content-modification system.

FIG. 5 is a flow chart of an example method.

DETAILED DESCRIPTION I. Overview

To deliver and present content to end-users, a content provider cantransmit the content to one or more content-distribution systems, eachof which can in turn transmit the content to one or more respectivecontent-presentation devices to be output for presentation to respectiveend-users. Such a hierarchical arrangement can facilitate convenient,widespread distribution of content.

By way of example, in order for a video content provider to delivervideo content to end-users throughout the United States, the videocontent provider can transmit the video content by satellite or anothermedium to content-distribution systems that serve respective designatedmarket areas (DMAs) within the United States. Each suchcontent-distribution system can therefore receive the national satellitefeed carrying the video content and can transmit the video content totelevision sets and/or set-top boxes in the content-distributionsystem's DMA, such that the video content can be output for presentationto respective end-users in that DMA. In practice, thesecontent-distribution systems and their means of transmission tocontent-presentation devices can take various forms. For instance, acontent-distribution system can be associated with a cable-televisionprovider and can transmit video content to content-presentation devicesof end-users who are cable-television subscribers through hybridfiber/coaxial cable connections.

As such, in various scenarios, a content-distribution system cantransmit content to a content-presentation device, which can receive andoutput the content for presentation to an end-user. In some situations,even though the content-presentation device receives content from thecontent-distribution system, it can be desirable for thecontent-presentation device to perform a content-modification operationso that the content-presentation device can output for presentationalternative content instead of at least a portion of that receivedcontent.

For example, in the case where the content-presentation device receivesa linear sequence of content segments that includes a givenadvertisement segment positioned somewhere within the sequence, it canbe desirable for the content-presentation device to replace the givenadvertisement segment with a different advertisement segment that isperhaps more targeted to the end-user (e.g., more targeted to theend-user's interests, demographics, etc.). As another example, it can bedesirable for the content-presentation device to overlay on the givenadvertisement segment, overlay content that enhances the givenadvertisement segment in a way that is again perhaps more targeted tothe end-user. The described content-modification system can facilitateproviding these and other related features.

In one example, the content-modification system can include afingerprint-matching server that can identify an upcomingcontent-modification opportunity on an identified channel, which it cando by comparing and detecting a match between two different instances offingerprint data. Based on the detected match, the fingerprint-matchingserver can then transmit fingerprint data and metadata to thecontent-presentation device data to facilitate preparing thecontent-presentation device to perform a content-modification operationin connection with the identified upcoming content-modificationopportunity.

However, in other cases, it may be desirable for thecontent-presentation device to use one or more alternative techniques tofacilitate performing a content-modification operation.

For example, the fingerprint-matching server can use broadcast-scheduledata to facilitate the content-presentation device performing acontent-modification operation. Among other things, this can allow thecontent-presentation device to facilitate performing acontent-modification operation without using fingerprint data or byusing fingerprint data in a more limited fashion. This can be beneficialin the case where the content-presentation device does not receive orotherwise have access to fingerprint data, or where the use offingerprint data is undesirable for one or more reasons (e.g., becausefingerprint-based techniques may be computationally expensive).

To prepare for a scheduled content-replacement operation where thecontent-presentation device is scheduled to replace a given modifiablecontent-segment with alternative content, the content-presentationdevice can request and download the alternative content, such as anentire advertisement segment to replace another advertisement segment.Alternative content that is of higher video quality (e.g., 720p or1080p) typically has a larger file size, and might thus take more timeto request and download. By contrast, alternative content that is oflower video quality (e.g., below 720p, such as 480p) typically has asmaller file size, and might thus take less time to request anddownload.

Because of the amount of time it takes to request and download higherquality alternative content, there can be situations in which thecontent-presentation device might not be able to receive (e.g.,download) higher-quality alternative content before the modificationstart-time at which the content-replacement operation begins (e.g., thestart time of the modifiable content-segment being replaced). Forexample, if there is a very short delay between the content-distributionsystem's transmission of the content and the content-presentationdevice's receipt of the content, the content-presentation device mightbegin to output the received content before the alternative content isdownloaded or before the content-presentation device is otherwise readyto initiate the replacement. As another example, even if there is not avery short delay, higher-quality alternative content might not bedownloaded in time.

Thus, in many content-replacement situations, the content-presentationdevice and/or another computing system of the content-modificationsystem may need to decide between requesting and downloading alternativecontent that has a larger file size and thus has a lower chance of beingdownloaded on time, or rather requesting and downloading alternativecontent that has a smaller file size and thus has a higher chance ofbeing downloaded on time.

As for situations in which the content-presentation device is scheduledto overlay content on a given content segment, the modificationstart-time might not correspond to the start of the content segment, andthus, there might be more time to request and download the overlaycontent and content-presentation device might have more flexibility withperforming content-modification operations. In addition, overlay contentis typically smaller in file size, even for higher quality content, andthus the same type of decision described above with respect tocontent-replacement operations might not need to be made incontent-overlay situations. However, there can still be situations inwhich the desired overlay content has a large file size and might not bedownloaded in time for the scheduled content-overlay operation.

The present disclosure provides methods and systems that improve thecontent modification process for a content-modification system. Inparticular, the disclosed methods and systems can involve thecontent-presentation device requesting supplemental content (e.g.,alternative content or overlay content) for use in performing ascheduled content-modification operation. In response to the request, acontent-management system and/or other computing system of thecontent-modification system can select, and provide thecontent-presentation device with, first and second supplemental content,the first supplemental content being selected based on the firstsupplemental content having a first video quality that is higher than orequal to a predefined video quality threshold (e.g., 720p), and thesecond supplemental content being selected based on the secondsupplemental content having a second video quality that is lower thanthe predefined video quality threshold. The content-presentation devicecan download the first and second supplemental content into a first andsecond of the content-presentation device's buffers, respectively. Then,within a predefined time period before the modification start-time forthe scheduled content-modification operation (e.g., a few seconds orless), the content-presentation device can check and determine whetherthe entirety of the first supplemental content has been downloaded. Ifso, the content-presentation device can carry out thecontent-modification operation using the first supplemental content, butif not, the content-presentation device can carry out thecontent-modification operation using the second supplemental content.

By having the option to preferably select higher quality supplementalcontent when such content is fully buffered and ready, and also havinglower quality supplemental content ready as a backup in the event thehigher quality supplemental content is not fully buffered, thecontent-modification system can increase the success rate ofcontent-modification operations while maintaining a desirable degree ofvideo quality. This also enables the content-modification system toquickly and desirably provide alternative content that is targeted tothe end-user, even in circumstances that might otherwise have precludedthe content-presentation device from being able to perform a contentmodification. As such, the operations of the disclosed methods andsystems can also help reduce the amount of missed content-modificationopportunities or prevent such missed opportunities altogether.

II. Architecture

A. Content-Modification System

FIG. 1 is a simplified block diagram of an example content-modificationsystem 100. The content-modification system 100 can include variouscomponents, such as a content-distribution system 102, acontent-presentation device 104, a fingerprint-matching server 106, acontent-management system 108, a data-management system 110, and/or asupplemental-content delivery system 112.

The content-modification system 100 can also include one or moreconnection mechanisms that connect various components within thecontent-modification system 100. For example, the content-modificationsystem 100 can include the connection mechanisms represented by linesconnecting components of the content-modification system 100, as shownin FIG. 1.

In this disclosure, the term “connection mechanism” means a mechanismthat connects and facilitates communication between two or morecomponents, devices, systems, or other entities. A connection mechanismcan be or include a relatively simple mechanism, such as a cable orsystem bus, and/or a relatively complex mechanism, such as apacket-based communication network (e.g., the Internet). In someinstances, a connection mechanism can be or include a non-tangiblemedium, such as in the case where the connection is at least partiallywireless. In this disclosure, a connection can be a direct connection oran indirect connection, the latter being a connection that passesthrough and/or traverses one or more entities, such as a router,switcher, or other network device. Likewise, in this disclosure,communication (e.g., a transmission or receipt of data) can be a director indirect communication.

The content-modification system 100 and/or components thereof can takethe form of a computing system, an example of which is described below.

Notably, in practice, the content-modification system 100 is likely toinclude many instances of at least some of the described components. Forexample, the content-modification system 100 is likely to include manycontent-distribution systems and many content-presentation devices.

B. Computing System

FIG. 2 is a simplified block diagram of an example computing system 200.The computing system 200 can be configured to perform and/or can performone or more operations, such as the operations described in thisdisclosure. The computing system 200 can include various components,such as a processor 202, a data-storage unit 204, a communicationinterface 206, and/or a user interface 208.

The processor 202 can be or include a general-purpose processor (e.g., amicroprocessor) and/or a special-purpose processor (e.g., a digitalsignal processor). The processor 202 can execute program instructionsincluded in the data-storage unit 204 as described below.

The data-storage unit 204 can be or include one or more volatile,non-volatile, removable, and/or non-removable storage components, suchas magnetic, optical, and/or flash storage, and/or can be integrated inwhole or in part with the processor 202. Further, the data-storage unit204 can be or include a non-transitory computer-readable storage medium,having stored thereon program instructions (e.g., compiled ornon-compiled program logic and/or machine code) that, upon execution bythe processor 202, cause the computing system 200 and/or anothercomputing system to perform one or more operations, such as theoperations described in this disclosure. These program instructions candefine, and/or be part of, a discrete software application.

In some instances, the computing system 200 can execute programinstructions in response to receiving an input, such as an inputreceived via the communication interface 206 and/or the user interface208. The data-storage unit 204 can also store other data, such as any ofthe data described in this disclosure.

The communication interface 206 can allow the computing system 200 toconnect with and/or communicate with another entity according to one ormore protocols. Therefore, the computing system 200 can transmit datato, and/or receive data from, one or more other entities according toone or more protocols. In one example, the communication interface 206can be or include a wired interface, such as an Ethernet interface or aHigh-Definition Multimedia Interface (HDMI). In another example, thecommunication interface 206 can be or include a wireless interface, suchas a cellular or WI-FI interface.

The user interface 208 can allow for interaction between the computingsystem 200 and a user of the computing system 200. As such, the userinterface 208 can be or include an input component such as a keyboard, amouse, a remote controller, a microphone, and/or a touch-sensitivepanel. The user interface 208 can also be or include an output componentsuch as a display device (which, for example, can be combined with atouch-sensitive panel) and/or a sound speaker.

The computing system 200 can also include one or more connectionmechanisms that connect various components within the computing system200. For example, the computing system 200 can include the connectionmechanisms represented by lines that connect components of the computingsystem 200, as shown in FIG. 2.

The computing system 200 can include one or more of the above-describedcomponents and can be configured or arranged in various ways. Forexample, the computing system 200 can be configured as a server and/or aclient (or perhaps a cluster of servers and/or a cluster of clients)operating in one or more server-client type arrangements, for instance.

As noted above, the content-modification system 100 and/or componentsthereof can take the form of a computing system, such as the computingsystem 200. In some cases, some or all these entities can take the formof a more specific type of computing system. For instance, in the caseof the content-presentation device 104, it can take the form of adesktop computer, a laptop, a tablet, a mobile phone, a television set,a set-top box, a television set with an integrated set-top box, a mediadongle, or a television set with a media dongle connected to it, amongother possibilities.

III. Example Operations

The content-modification system 100 and/or components thereof can beconfigured to perform and/or can perform one or more operations.Examples of these operations and related features will now be described.

As noted above, in practice, the content-modification system 100 islikely to include many instances of at least some of the describedcomponents. Likewise, in practice, it is likely that at least some ofdescribed operations will be performed many times (perhaps on a routinebasis and/or in connection with additional instances of the describedcomponents).

A. Operations Related to the Content-Distribution System TransmittingContent and the Content-Presenting Device Receiving and OutputtingContent

For context, general operations and examples related to thecontent-distribution system 102 transmitting content and thecontent-presentation device 104 receiving and outputting content willnow be described.

To begin, the content-distribution system 102 can transmit content(e.g., that it received from a content provider) to one or more entitiessuch as the content-presentation device 104. Content can be or includeaudio content and/or video content, for example. In some examples,content can take the form of a linear sequence of content segments(e.g., program segments and advertisement segments) or a portionthereof. In the case of video content, a portion of the video contentmay be one or more frames, for example.

The content-distribution system 102 can transmit content on one or morechannels (sometimes referred to as stations or feeds). As such, thecontent-distribution system 102 can be associated with a single channelcontent distributor or a multi-channel content distributor such as amulti-channel video program distributor (MVPD).

The content-distribution system 102 and its means of transmission ofcontent on the channel to the content-presentation device 104 can takevarious forms. By way of example, the content-distribution system 102can be or include a cable-television head-end that is associated with acable-television provider and that transmits the content on the channelto the content-presentation device 104 through hybrid fiber/coaxialcable connections. As another example, the content-distribution system102 can be or include a satellite-television head-end that is associatedwith a satellite-television provider and that transmits the content onthe channel to the content-presentation device 104 through a satellitetransmission. As yet another example, the content-distribution system102 can be or include a television-broadcast station that is associatedwith a television-broadcast provider and that transmits the content onthe channel through a terrestrial over-the-air interface to thecontent-presentation device 104. In these and other examples, thecontent-distribution system 102 can transmit the content in the form ofan analog or digital broadcast stream representing the content.

The content-presentation device 104 can receive content from one or moreentities, such as the content-distribution system 102. In one example,the content-presentation device 104 can select (e.g., by tuning to) achannel from among multiple available channels, perhaps based on inputreceived via a user interface, such that the content-presentation device104 can receive content on the selected channel.

In some examples, the content-distribution system 102 can transmitcontent to the content-presentation device 104, which thecontent-presentation device 104 can receive, and therefore thetransmitted content and the received content can be the same. However,in other examples, they can be different, such as where thecontent-distribution system 102 transmits content to thecontent-presentation device 104, but the content-presentation device 104does not receive the content and instead receives different content froma different content-distribution system.

The content-presentation device 104 can also output content forpresentation. As noted above, the content-presentation device 104 cantake various forms. In one example, in the case where thecontent-presentation device 104 is a television set (perhaps with anintegrated set-top box and/or media dongle), outputting the content forpresentation can involve the television set outputting the content via auser interface (e.g., a display device and/or a sound speaker), suchthat it can be presented to an end-user. As another example, in the casewhere the content-presentation device 104 is a set-top box or a mediadongle, outputting the content for presentation can involve the set-topbox or the media dongle outputting the content via a communicationinterface (e.g., an HDMI interface), such that it can be received by atelevision set and in turn output by the television set for presentationto an end-user.

As such, in various scenarios, the content-distribution system 102 cantransmit content to the content-presentation device 104, which canreceive and output the content for presentation to an end-user. In somesituations, even though the content-presentation device 104 receivescontent from the content-distribution system 102, it can be desirablefor the content-presentation device 104 to perform acontent-modification operation so that the content-presentation device104 can output for presentation alternative content instead of at leasta portion of that received content.

For example, in the case where the content-presentation device 104receives a linear sequence of content segments that includes a givenadvertisement segment positioned somewhere within the sequence, it canbe desirable for the content-presentation device 104 to replace thegiven advertisement segment with a different advertisement segment thatis perhaps more targeted to the end-user (i.e., more targeted to theend-user's interests, demographics, etc.). As another example, it can bedesirable for the content-presentation device 104 to overlay on thegiven advertisement segment, overlay content that enhances the givenadvertisement segment in a way that is again perhaps more targeted tothe end-user. The described content-modification system 100 canfacilitate providing these and other related features.

As noted above, in one example, content can take the form of a linearsequence of content segments. As such, in one example, thecontent-distribution system 102 can transmit a linear sequence ofcontent segments. This is referred to herein as a “transmissionsequence.” Likewise, the content-presentation device 104 can receive alinear sequence of content segments. This is referred to herein as a“receipt sequence.” In line with the discussion above, the transmissionsequence and the receipt sequence can be the same or they can bedifferent.

FIG. 3 illustrates some examples of these concepts. In one example, thetransmission sequence is the TRANSMISSION SEQUENCE 302 shown in FIG. 3.As shown, the TRANSMISSION SEQUENCE 302 includes a PROGRAM SEGMENT A,followed by an AD SEGMENT B, followed by an AD SEGMENT C.

Likewise, in one example, the receipt sequence is the RECEIPT SEQUENCE304 shown in FIG. 3. In this example, the content-distribution system102 transmits the TRANSMISSION SEQUENCE 302 to the content-presentationdevice 104, which the content-presentation device 104 receives as theRECEIPT SEQUENCE 304, and therefore the TRANSMISSION SEQUENCE 302 andthe RECEIPT SEQUENCE 304 are the same. As such, as shown, the RECEIPTSEQUENCE 304 also includes the PROGRAM SEGMENT A, followed by the ADSEGMENT B, followed by the AD SEGMENT C.

In FIG. 3, the transmission time of the TRANSMISSION SEQUENCE 302 andthe receipt time of the RECEIPT SEQUENCE 304 are shown by way of theirrelationship to a TIMELINE 350. Notably, the transmission time and thereceipt time are offset from each other due to a content-transmissiondelay, which is described in greater detail below.

As noted above, in some situations, even though the content-presentationdevice 104 receives content from the content-distribution system 102, itcan be desirable for the content-presentation device 104 to perform acontent-modification operation so that the content-presentation device104 can output for presentation alternative content instead of at leasta portion of that received content. For example, in the case where thecontent-presentation device 104 receives the receipt sequence, ratherthan outputting for presentation the receipt sequence, thecontent-presentation device 104 can output for presentation a modifiedversion of the receipt sequence instead. This is referred to herein as a“modified sequence.”

For example, in the case where the receipt sequence includes a givenadvertisement segment positioned somewhere within the receipt sequence,it can be desirable for the content-presentation device 104 to replacethe given advertisement segment with a different advertisement segmentthat is perhaps more targeted to the end-user (i.e., more targeted tothe end-user's interests, demographics, etc.), thereby resulting in amodified sequence that the content-presentation device 104 can outputfor presentation.

To illustrate this, in one example, the modified sequence is the FIRSTMODIFIED SEQUENCE 306 shown in FIG. 3. As shown, the FIRST MODIFIEDSEQUENCE 306 includes the PROGRAM SEGMENT A, followed by the AD SEGMENTD (which replaced the AD SEGMENT B), followed by the AD SEGMENT C.

As another example, it can be desirable for the content-presentationdevice 104 to overlay on the given advertisement segment, overlaycontent that enhances the given advertisement segment in a way that isagain perhaps more targeted to the end-user, thereby resulting in amodified sequence that the content-presentation device 104 can outputfor presentation.

To illustrate this, in another example, the modified sequence is theSECOND MODIFIED SEQUENCE 308 shown in FIG. 3. As shown, the SECONDMODIFIED SEQUENCE 308 includes the PROGRAM SEGMENT A, followed by the ADSEGMENT B′ (which is the AD SEGMENT B modified with overlay content),followed by the AD SEGMENT

C.

Other portions of FIG. 3 will be described later in this disclosure asrelated concepts are introduced and described.

Moving on in view of the context provided above, FIGS. 4A, 4B, 4C, 4D,4E, and 4F, collectively make up a table showing example time-periodsand corresponding operations that can be performed in connection withthe content-modification system 100. These and other related operationswill now be described.

B. Operations Related to the Content-Distribution System TransmittingFirst Content on a Channel

During a time-period T1, the content-distribution system 102 cantransmit content on a channel to the content-presentation device 104.This content is referred to herein as “first content.” In one example,the first content is the FIRST CONTENT 310 shown in FIG. 3.

During a time-period T2, the content-distribution system 102 cangenerate fingerprint data representing the first content. Thisfingerprint data is referred to herein as “first fingerprint data.” Thecontent-distribution system 102 can generate the first fingerprint datausing any content fingerprinting process now known or later developed.An example fingerprint generation technique is described in U.S. Pat.No. 9,495,451 issued Nov. 15, 2016, the entirety of which is herebyincorporated by reference herein. The content-distribution system 102can generate first fingerprint data at a given rate, such as at the rateof one fingerprint per frame of the first content. The first fingerprintdata can be or include some or all of these generated fingerprints.

The content-distribution system 102 can access the first content atvarious points within the content-distribution system 102. As oneexample, the content-distribution system 102 can access the firstcontent after it is output by a distribution amplifier within thecontent-distribution system 102.

Also during the time-period T2, the content-distribution system 102 cangenerate metadata associated with the first content and/or the firstfingerprint data. This metadata is referred to herein as “firstmetadata.” In one example, the first metadata can be or include atransmission time-stamp, which represents a time-point at which thecontent-distribution system 102 transmitted the first content. Thecontent-distribution system 102 can determine the transmissiontime-stamp in various ways, such as based on a time clock that issynchronized to a reference clock.

As another example, the first metadata can be or include a channelidentifier, which identifies the channel on which thecontent-distribution system 102 is transmitting the first content. Thecontent-distribution system 102 can determine the channel identifier invarious ways such as based on mapping data that maps thecontent-distribution system 102 and/or physical inputs and/or outputswithin the content-distribution system 102 to respective channelidentifiers. In one example, in the case where the content-distributionsystem 102 transmits content A on channel A, content B on channel B, andcontent C on channel C, the mapping data can specify which of threedifferent outputs (perhaps on three different distribution amplifiers)maps to which channel identifier, such that the content-distributionsystem 102 can determine the appropriate channel identifier for contentof a given channel.

As another example, the first metadata can be or include SCTE-104 data,a watermark, or a similar type of metadata, any of which can themselvesencode other metadata, such as a program identifier, an advertisementidentifier (e.g., an industry standard coding identification (ISCI)key), a program genre, or another type of textual or numeric metadata,for instance.

The content-distribution system 102 can associate the first fingerprintdata with the first metadata in various ways. For instance, in the casewhere the first fingerprint data includes multiple fingerprints witheach fingerprint representing a corresponding frame of the firstcontent, the content-distribution system 102 can associate eachfingerprint with a corresponding transmission time-stamp and/or withother corresponding first metadata.

During a time-period T3, the content-distribution system 102 cantransmit the first fingerprint data and the first metadata to thefingerprint-matching server 106. The content-distribution system 102 cantransmit the first fingerprint data and the first metadata at a giveninterval. For example, every two seconds, the content-distributionsystem 102 can transmit the first fingerprint data and the firstmetadata that it generated during that most recent two-secondtime-period.

C. Operations Related to the Content-Presentation Device ReceivingSecond Content

During a time-period T4, the content-presentation device 104 can receivecontent from the content-distribution system 102. This content isreferred to herein as “second content.” In one example, the secondcontent is the SECOND CONTENT 312 shown in FIG. 3.

During a time-period T5, the content-presentation device 104 cangenerate fingerprint data representing the second content. Thisfingerprint data is referred to herein as “second fingerprint data.” Thecontent-presentation device 104 can generate the second fingerprint datausing any content fingerprinting process now known or later developed.The content-presentation device 104 can generate the second fingerprintdata at various rates, such as at the rate of one fingerprint per frameof the second content. The second fingerprint data can be or includesome or all of these generated fingerprints.

The content-presentation device 104 can access the second content atvarious points within the content-presentation device 104. As oneexample, the content-presentation device 104 can access the secondcontent as it is being received by an input buffer (e.g., an HDMIbuffer) of the content-presentation device 104. In anotherconfiguration, the content-presentation device 104 can access the secondcontent as it is being received by a display buffer of thecontent-presentation device 104. In this configuration, the secondcontent can therefore be content that the content-presentation device104 not only receives, but also outputs for presentation.

Also during the time-period T5, the content-presentation device 104 cangenerate metadata associated with the second content and/or the secondfingerprint data. This metadata is referred to herein as “secondmetadata.” As one example, the second metadata can be or include areceipt time-stamp, which represents a time-point at which thecontent-presentation device 104 received the second content. Thecontent-presentation device 104 can determine the receipt time-stamp invarious ways, such as based on a time clock that is synchronized to areference clock. As noted above, the content-presentation device 104 canaccess the second content at various points within thecontent-presentation device 104. In one example, the point at which thesecond content is accessed can be considered the “receipt” point forpurposes of determining the receipt time-stamp.

In practice, while the first metadata is likely to be or include achannel identifier, the second metadata is likely to not be nor includea channel identifier.

The content-presentation device 104 can associate the second fingerprintdata with the second metadata in various ways. For instance, where thesecond fingerprint data includes multiple fingerprints with eachfingerprint representing a corresponding frame of second content, thecontent-presentation device 104 can associate each second fingerprintwith a corresponding receipt time-stamp and/or other correspondingmetadata.

During a time-period T6, the content-presentation device 104 cantransmit the second fingerprint data and the second metadata to thefingerprint-matching server 106. The content-presentation device 104 cantransmit the second fingerprint data and the second metadata at a giveninterval. For example, every two seconds, the content-presentationdevice 104 can transmit the second fingerprint data and the secondmetadata that it generated during that most recent two-secondtime-period.

D. Operations Related to Identifying a Channel on which theContent-Presentation Device is Receiving the Second Content

During a time-period T7, the fingerprint-matching server 106 can receivethe first fingerprint data and the first metadata from thecontent-distribution system 102. As noted above, the first fingerprintdata represents the first content transmitted by thecontent-distribution system 102 on the channel. As noted above, thefirst metadata can, and for the purposes of this described example does,identify the channel. In this way, the first content can be consideredas content being transmitted on an identified channel.

During a time-period T8, the fingerprint-matching server 106 can receivethe second fingerprint data and the second metadata from thecontent-presentation device 104. As noted above, the second fingerprintdata represents the second content received by the content-presentationdevice 104. However, as noted above, the associated metadata may not,and for the purposes of this described example does not, identify thechannel. In this way, the second content can be considered as contentbeing received on an unidentified channel.

During a time-period T9, the fingerprint-matching server 106 can comparethe first fingerprint data and the second fingerprint data to determinewhether there is a match. In this disclosure, this type of matchattempt, namely a match attempt between (i) reference fingerprint datarepresenting content being transmitted on an identified channel and (ii)query fingerprint data representing content being received on anunidentified channel, is referred to herein as a “cold match attempt.”

During a time-period T10, based on the comparing, thefingerprint-matching server 106 can detect a match between the firstfingerprint data and the second fingerprint data. Thefingerprint-matching server 106 can compare and/or detect a matchbetween fingerprint data using any content fingerprint comparing andmatching technique now known or later developed. An example fingerprintcomparing and matching technique is described in U.S. Pat. No. 9,146,990issued Sep. 29, 2015, the entirety of which is hereby incorporated byreference herein.

To effectively compare the first fingerprint data and the secondfingerprint data, the fingerprint-matching server 106 may need toaccount for a content-transmission delay. For context, in the case wherethe content-distribution system 102 transmits a given frame of contenton a given channel at a time-point A, for various reasons, thecontent-presentation device 104 may not receive that frame until atime-point B that is later (e.g., ten seconds later) than the time-pointA. This type of delay is referred to herein as a “content-transmissiondelay.”

In one example, the time-point A, the time-point B, and thecontent-transmission delay can be the TIME-POINT A 314, the TIME-POINT B316, and the CONTENT-TRANSMISSION DELAY 318, respectively, shown FIG. 3.Note that FIG. 3 is for illustration purposes and is not necessarily toscale at least with respect to time. In practice, the actual amount ofcontent-transmission delay may be different from the amount shown.

To help the fingerprint-matching server 106 effectively compare thefirst fingerprint data with the second fingerprint data, thefingerprint-matching server 106 may need to account for such acontent-transmission delay. In one example, the fingerprint-matchingserver 106 can do this by comparing the first fingerprint data that itreceives at a receipt time-point with the second fingerprint data thatit receives during a time-period defined by a starting time-point and anending time-point. The starting time-point can be the receipt time-pointplus an offset representing an anticipated content-transmission delay(e.g., ten seconds), minus a tolerance a time-period (e.g., twoseconds). The ending time-point can be the receipt time-point plus theoffset (e.g., ten seconds), plus the tolerance a time-period (e.g., twoseconds). As such, in one example where the anticipatedcontent-transmission delay is 10 seconds, the fingerprint-matchingserver 106 can compare first fingerprint data that it receives at areceipt time-point with second fingerprint data that it receives duringa time-period between (i) the receipt time-point plus eight seconds and(ii) receipt time-point plus twelve seconds.

In some cases, the fingerprint-matching server 106 can determine acontent-transmission delay, which it can use to select an appropriateoffset for use in determining the starting and ending time-points, asdescribed above. The fingerprint-matching server 106 can determine thecontent-transmission delay in various ways. For example, after thefingerprint-matching server 106 detects a match based on a cold matchattempt, the fingerprint-matching server 106 can determine thecontent-transmission delay as a difference between the correspondingtransmission time-stamp (of the first metadata) and the correspondingreceipt time-stamp (of the second metadata), for example. Notably, thecontent-transmission delay can vary from channel to channel.

During a time-period T11, based on the detected match, thefingerprint-matching server 106 can identify the channel on which thesecond content is being received by the content-presentation device 104.In one example, the fingerprint-matching server 106 can identify thechannel based on the channel identifier metadata associated with thefirst fingerprint data used to detect the match.

Notably, in practice, since there are likely to be multiple potentialchannels on which the content-presentation device 104 is receiving thesecond content, the fingerprint-matching server 106 is likely to comparethe second fingerprint data with multiple instances of first fingerprintdata (each representing a different respective instance of first contenton a different respective channel), to determine which of those multipleinstances matches the second fingerprint data.

Also, in some cases, the fingerprint-matching server 106 can detect amatch between the second fingerprint data and each of multiple instancesof first fingerprint data (each representing a different respectiveinstance of first content on a different respective channel). This isreferred to herein as a “multimatch scenario” and can occur for variousreasons. For example, this can occur when the content-distributionsystem 102 is transmitting the same or similar content on more than onechannel at or about the same time. In this scenario, thefingerprint-matching server 106 can perform additional operations toidentity, from among the multiple channels associated with themultimatch scenario, on which specific channel the content-presentationdevice 104 is receiving the second content. The fingerprint-matchingserver 106 can do this using any channel multimatch disambiguationtechnique now known or later developed. An example channel multimatchdisambiguation technique is described in U.S. Pat. No. 9,992,533 issuedJun. 5, 2018, the entirety of which is hereby incorporated by referenceherein.

E. Operations Related to Determining Historical Content Consumption Data

During a time-period T12, the fingerprint-matching server 106 cangenerate metadata associated with the identified channel. For example,the metadata can be or include a channel identification time-stamp. Thefingerprint-matching server 106 can determine the channel identificationtime-stamp in various ways, such as based on a time clock that issynchronized to a reference clock. In another example, the metadata canbe or include a device identifier that identifies thecontent-presentation device 104 that is receiving content on theidentified channel. The fingerprint-matching server 106 can determinethe device identifier in various ways, such as by receiving it from thecontent-presentation device 104. In another example, thefingerprint-matching server 106 can receive data (e.g., deviceregistration data) from the content-presentation device 104 and can usemapping data to map the received data to determine the deviceidentifier.

During a time-period T13, the fingerprint-matching server 106 cantransmit an indication of the identified channel and the associatedmetadata to the data-management system 110.

During a time-period T14, the data-management system 110 can receive theindication of the identified channel and the associated metadata fromthe fingerprint-matching server 106.

The data-management system 110 can use the received indication of theidentified channel and the associated metadata, perhaps with other data,to determine when the content-presentation device 104 has receivedcontent on the identified channel, what specific content thecontent-presentation device 104 has received, etc. This type of data isreferred to herein as “historical content consumption data.”

As such, during a time-period T15, the data-management system 110 candetermine historical content consumption data associated with thecontent-presentation device 104.

F. Operations Related to the Content-Distribution System TransmittingThird Content

As noted above, the fingerprint-matching server 106 can identify thechannel on which the content-presentation device 104 is receiving thesecond content.

During a time-period T16, the content-distribution system 102 cantransmit content on the identified channel to the content-presentationdevice 104. This content is referred to herein as “third content.” Inone example, the third content is the THIRD CONTENT 320 shown in FIG. 3.In practice, the content-distribution system 102 is likely to transmitthe third content shortly after (e.g., immediately after or a fewseconds or minutes after) transmitting the first content.

During a time-period T17, the content-distribution system 102 cangenerate fingerprint data representing the third content. Thisfingerprint data is referred to herein as “third fingerprint data.”

Also during the time-period T17, the content-distribution system 102 cangenerate metadata associated with the third content and/or the thirdfingerprint data. This metadata is referred to herein as “thirdmetadata.” The content-distribution system 102 can also associate thethird fingerprint data with the third metadata.

During a time-period T18, the content-distribution system 102 cantransmit the third fingerprint data and the third metadata to thefingerprint-matching server 106.

The content-distribution system 102 can transmit the third content,generate the third fingerprint data, generate the third metadata,associate the third fingerprint data with the third metadata, andtransmit the third fingerprint data and the third metadata in variousways, such as ways that are the same as or similar to those describedabove in connection with transmitting the first content, generating thefirst fingerprint data, generating the first metadata, associating thefirst fingerprint data with the first metadata, and transmitting thefirst fingerprint data and the first metadata.

G. Operations Related to the Content-Management System Receiving aModifiable Content-Segment

During a time-period T19, the content-management system 108 can receivecontent in the form of a content segment that has been identified as acandidate to be modified. This content is referred to herein as a“modifiable content-segment” or “fourth content.” In one example, themodifiable content-segment is the MODIFIABLE CONTENT-SEGMENT shown inFIG. 3.

The modifiable content-segment can take various forms. For example, themodifiable content-segment can be an advertisement segment (e.g., acommercial) or a program segment. As such, in one example, themodifiable content-segment can be an advertisement segment that has beenidentified as a candidate to be modified, perhaps by way of beingreplaced with a different advertisement segment, and/or by way of havingcontent overlaid thereon.

In one example, a user, perhaps associated with the content-distributionsystem 102, can facilitate uploading the modifiable content-segment tothe content-management system 108, such that the content-managementsystem 108 can receive it in this way.

During a time-period T20, the content-management system 108 can generatefingerprint data representing the modifiable content-segment. Thisfingerprint data is referred to herein as “fourth fingerprint data.” Thecontent-management system 108 can generate the fourth fingerprint datausing any fingerprint generation technique now known or later developed.The content-management system 108 can generate the fourth fingerprintdata at a given rate, such as at the rate of one fingerprint per frameof the fourth content. The fourth fingerprint data can be or includesome or all of these generated fingerprints.

Also during the time-period T20, the content-management system 108 cangenerate metadata associated with the modifiable content-segment and/orthe fourth fingerprint data. This metadata is referred to herein as“fourth metadata.” As one example, the fourth metadata can be or includea duration of the modifiable content-segment. The content-managementsystem 108 can determine the duration in various ways, such as based onthe fingerprint generation process. For example, in the case where thecontent-management system 108 generating the fourth fingerprint datainvolves generating one fingerprint per frame, where the modifiablecontent-segment has a frame rate of 30 frames per second, and where thefingerprinting process results in 300 fingerprints being generated, thecontent-management system 108 can deduce that the modifiablecontent-segment has a duration of ten seconds. The metadata can also beor include other information about the modifiable content-segment, suchas a content segment identifier, a title, and/or specifics aboutpermissible ways in which the modifiable content-segment can bemodified, etc.

During a time-period T21, the content-management system 108 can transmitthe fourth fingerprint data and the fourth metadata to thefingerprint-matching server 106.

In practice, the content-management system 108 is likely to receive manymodifiable content-segments. In such situations, the content-managementsystem 108 can perform one or more of the operations described above, asappropriate for each of the many received modifiable content-segments.As such, the content-management system 108 can transmit many instancesof fourth fingerprint data, each corresponding with a differentrespective modifiable content-segment, to the fingerprint-matchingserver 106.

H. Operations Related to the Fingerprint-Matching Server Identifying anUpcoming Content Modification Opportunity on the Identified Channel

During a time-period T22, the fingerprint-matching server 106 canreceive the third fingerprint data and the third metadata from thecontent-distribution system 102. As noted above, the third fingerprintdata represents the third content transmitted by thecontent-distribution system 102 on the identified channel.

During a time-period T23, the fingerprint-matching server 106 canreceive the fourth fingerprint data and the fourth metadata from thecontent-management system 108. As noted above, the fourth fingerprintdata represents the modifiable content-segment.

During a time-period T24, the fingerprint-matching server 106 cancompare at least a portion of the third fingerprint data with at least aportion of the fourth fingerprint data to determine whether there is amatch.

During a time-period T25, based on the comparing, thefingerprint-matching server 106 can detect a match between the at leasta portion of the third fingerprint data and the at least a portion ofthe fourth fingerprint data. The fingerprint-matching server 106 cancompare and/or detect a match between fingerprint data using any contentfingerprint comparing and matching process now known or later developed.

During a time-period T26, based on the detected match, thefingerprint-matching server 106 can determine that at least a portion ofthe modifiable content-segment is included within the third content, andtherefore can identify an upcoming content-modification opportunity onthe identified channel. For example, the fingerprint-matching server 106can determine that at least a beginning portion of the MODIFIABLECONTENT-SEGMENT is included within the THIRD CONTENT 320, as shown inFIG. 3, and therefore can identify an upcoming content-modificationopportunity.

As noted above, the fingerprint-matching server 106 can receive thirdmetadata, which can be the same as or similar to the first metadata. Assuch, the third metadata can be or include a transmission time-stampand/or a channel identifier, for example. However, the third metadatacan also be or include a position of at least a portion of themodifiable content-segment within the third content. In one example, themetadata can specify this using a starting frame marker and an endingframe marker, each corresponding with a respective frame of the thirdcontent. The fingerprint-matching server 106 can determine the startingframe marker and the ending frame marker based on the matching.

Notably, in practice, since there are likely to be multiple potentialmodifiable content-segments where portions thereof could be includedwithin the third content, the fingerprint-matching server 106 is likelyto compare at least a portion of the third fingerprint data with atleast a portion of multiple instances of fourth fingerprint data (eachrepresenting a different respective instance of a modifiablecontent-segment), to determine which of those multiple instances of thefourth fingerprint data has a portion that matches the at least aportion of the third fingerprint data.

I. Operations Related to Preparing the Content-Presentation Device toPerform a Content-Modification Operation in Connection with theIdentified Upcoming Content Modification Opportunity

During a time-period T27, based on the detected match, thefingerprint-matching server 106 can transmit the third fingerprint dataand the third metadata to the content-presentation device 104 data tofacilitate preparing the content-presentation device 104 to perform acontent-modification operation in connection with the identifiedupcoming content-modification opportunity.

During a time-period T28, the content-presentation device 104 canreceive the third fingerprint data and the third metadata from thefingerprint-matching server 106.

During a time-period T29, the content-presentation device 104 canreceive content on the identified channel. This content is referred toherein as “fifth content.” In one example, the fifth content is theFIFTH CONTENT 324 shown in FIG. 3.

For various reasons (e.g., due to a transmission delay associated withtransmitting fingerprint data and metadata being shorter that thecontent-transmission delay), the content-presentation device 104 canreceive the third fingerprint data and the third metadata from thefingerprint-matching server 106 before receiving the fifth content fromthe content-distribution system 102. In this way, thecontent-presentation device 104 can receive fingerprint datarepresenting content that the content-presentation device 104 isexpecting to receive shortly thereafter, and that thecontent-presentation device should actually receive shortly thereafterunless an interruption event (e.g., a channel-change event) occurs.

In practice, similar to how the content-distribution system 102 islikely to transmit the third content shortly after (e.g., immediatelyafter or a few seconds or minutes after) transmitting the first content,the content-presentation device 104 is likely to receive the fifthcontent shortly after (e.g., immediately after or a few seconds orminutes after) receiving the second content.

During a time-period T30, the content-presentation device 104 can outputfor presentation at least a portion of the fifth content. For example,referring to FIG. 3, the content-presentation device can output forpresentation the portion of the FIFTH CONTENT 324 that is the endportion of the PROGRAM SEGMENT A.

As noted above, in some situations, even though the content-presentationdevice 104 receives content from the content-distribution system 102, itcan be desirable for the content-presentation device 104 to perform acontent-modification operation so that the content-presentation device104 can output for presentation alternative content instead of at leasta portion of the received content.

As such, even though the content-presentation device 104 receives thefifth content and outputs for presentation at least a portion of thefifth content, it can be desirable for the content-presentation device104 to perform a content-modification operation so that thecontent-presentation device 104 can also output for presentationalternative content instead of at least another portion (e.g., theremaining portion) of the fifth content. For example, referring to FIG.3, it can be desirable for the content-presentation device 104 toreplace at least a portion of the AD SEGMENT B with at least a portionof a different advertisement segment that is perhaps more targeted tothe end-user. As another example, it can be desirable for thecontent-presentation device 104 to overlay on at least a portion of theAD SEGMENT B, overlay content that enhances at least a portion of the ADSEGMENT B in a way that is again perhaps more targeted to the end-user.

During a time-period T31, the content-presentation device 104 cangenerate fingerprint data representing the fifth content. Thisfingerprint data is referred to herein as “fifth fingerprint data.” Thecontent-presentation device 104 can generate the fifth fingerprint datausing any content fingerprinting process now known or later developed.The content-presentation device 104 can generate the fifth fingerprintdata at various rates, such as at the rate of one fingerprint per frameof the fifth content. The fifth fingerprint data can be or include someor all of these generated fingerprints.

Also during the time-period T31, the content-presentation device 104 cangenerate metadata associated with the fifth content and/or the fifthfingerprint data. This metadata is referred to herein as “fifthmetadata.”

The content-presentation device 104 can receive the fifth content,generate the fifth fingerprint data, generate the fifth metadata,associate the fifth fingerprint data with the fifth metadata in variousways, such as ways that are the same as or similar to those describedabove in connection with receiving the second content, generating thesecond fingerprint data, generating the second metadata, and associatingthe second fingerprint data with the second metadata.

As noted above, the content-presentation device 104 can receive thethird fingerprint data from the fingerprint-matching server 106 and cangenerate the fifth fingerprint data.

During a time-period T32, the content-presentation device 104 cancompare the third fingerprint data and the fifth fingerprint data todetermine whether there is a match.

During a time-period T33, based on the comparing, thecontent-presentation device 104 can detect a match between the thirdfingerprint data and the fifth fingerprint data. In this disclosure,this type of match attempt, namely a match attempt between (i) referencefingerprint data representing content transmitted by thecontent-distribution system 102 on an identified channel (at least basedon the most recent channel identification analysis), and (ii) queryfingerprint data representing content being received by thecontent-presentation device 104 on the same identified channel, isreferred to herein as a “hot match attempt.” The content-presentationdevice 104 can compare and/or detect a match between fingerprint datausing any content fingerprint comparing and matching process now knownor later developed.

During a time-period T34, based on the detected match, thecontent-presentation device 104 can determine a time-point at which theidentified upcoming modification opportunity starts. This is referred toherein as the “modification start-time.” In one example, themodification start-time is the MODIFICATION START-TIME 326 as shown FIG.3.

In one example, the content-presentation device 104 can determine themodification start-time by starting with the transmission time-stampassociated with the starting frame marker (which, as described above,can be or be included in the third metadata) and adding thecontent-transmission delay to that transmission time-stamp, to arrive atthe modification start-time.

As another example, the content-presentation device 104 can determinethe modification start-time by first establishing a synchronous lockbetween the third content, the third fingerprint data, and/or the thirdmetadata on the one hand, and the fifth content, the fifth fingerprintdata, and/or the fifth metadata, on the other hand. Thecontent-presentation device 104 can establish the synchronous lock usingany synchronous lock technique now known or later developed. An examplesynchronous lock technique is described in U.S. Pat. No. 10,506,275issued Dec. 10, 2019, the entirety of which is hereby incorporated byreference herein. Another example synchronous lock technique isdescribed in U.S. Pat. App. Pub. No. 2020/0029108 published Jan. 23,2020, the entirety of which is hereby incorporated by reference herein.

The content-presentation device 104 can then determine the modificationstart-time by determining a time-period between (i) a current receipttime-stamp associated with a first portion of the fifth content that thecontent-presentation device 104 is currently receiving and (ii) based onthe synchronous lock, an anticipated receipt time-stamp associated witha second portion of the fifth content that is the start of themodifiable content-segment, and then adding the determined time-periodto the current receipt time-stamp, to arrive at the modificationstart-time.

Also during the time-period T34, based on the detected match, thecontent-presentation device 104 can determine a time-point at which theidentified upcoming modification opportunity ends. This is referred toherein as the “modification end-time.” In one example, the modificationend-time is the MODIFICATION END-TIME 328 as shown FIG. 3.

In one example, the content-presentation device 104 can determine themodification end-time by starting with the modification start-time andadding the duration of the modifiable content-segment (which, asdescribed above, can be or be included in the fourth metadata) to themodification start-time, to arrive at the modification end-time.

Notably, if the content-presentation device 104 performs a hot matchattempt and does not detect a match, the content-presentation device 104can determine that the content-presentation device 104 is no longerreceiving content on the most recently identified channel. In response,the content-presentation device 104 can repeat one or more of theoperations described above so that the fingerprint-matching server 106can perform another cold match attempt, to attempt to identify thechannel again.

During a time-period T35, the content-presentation device 104 cantransmit a request for content for use in connection with performing thecontent-modification operation, to the content-management system 108.This content is referred to herein as “supplemental content.” In oneexample, the content-presentation device 104 can transmit the requestbefore the modification start-time (e.g., ten seconds before). In somecases, the request can include selection criteria for the supplementalcontent, which the content-presentation device 104 can determine basedon the third metadata that the content-presentation device 104 receivesfrom the fingerprint-matching server 106, for instance.

For example, the selection criteria can specify a requested type ofcontent (e.g., a replacement content segment or overlay content),duration (e.g., 15 seconds, 30 seconds, or 60 seconds), aspect ratio(e.g., 4:3 or 16:9), and/or resolution (e.g., 720p or 1080p).

During a time-period T36, the content-management system 108 can receivethe request and use it as a basis to select supplemental content fromamong multiple supplemental content items that are available forselection. In some cases, the content-management system 108 can receiveand consider various data to help inform which supplemental content toselect. For example, the content-management system 108 can receivehistorical content consumption data for the content-presentation device104 from the data-management system 110 and/or the content-managementsystem 108 can receive demographic data from a demographic dataprovider. The content-management system 108 can then use at least thereceived historical content consumption data and/or the receiveddemographic data as a basis to select the supplemental content.

The content-management system 108 can cause the selected supplementalcontent to be transmitted to the content-presentation device 104. In oneexample, the content-management system 108 can do this by communicatingwith a supplemental-content delivery system 112 that can host thesupplemental content. The supplemental-content delivery system 112 cantake various forms and can include various components, such as a contentdistribution network (CDN).

During a time-period T37, the content-management system 108 can transmita request for a link (e.g., a Uniform Resource Identifier (URI) or aUniform Resource Locator (URL)) pointing to the hosted supplementalcontent, to the supplemental-content delivery system 112.

During a time-period T38, the supplemental-content delivery system 112can receive and respond to the request for the link by transmitting therequested link to the content-management system 108.

During a time-period T39, the content-management system 108 can then inturn transmit the link to the content-presentation device 104.

During a time-period T40, the content-presentation device 104 canreceive the link, which it can use to retrieve the supplemental contentfrom the supplemental-content delivery system 112, such that thecontent-presentation device 104 can use the retrieved supplementalcontent in connection with performing the content-modificationoperation. In one example, the content-presentation device 104 canretrieve the supplemental content and store the supplemental content ina data-storage unit of the content-presentation device 104.

As such, in some examples, the content-presentation device 104 canreceive the modifiable content-segment from one source (e.g., thecontent-distribution system 102), and the supplemental content fromanother source (e.g., the supplemental-content delivery system 112).These segments can be transmitted to, and received by, thecontent-presentation device 104 in different ways. For example, thecontent-distribution system 102 can transmit, and thecontent-presentation device 104 can receive, the modifiablecontent-segment as a broadcast stream transmission, whereas thesupplemental-content delivery system 112 can transmit, and thecontent-presentation device 104 can receive, the supplemental content asan over-the-top (OTT) transmission. In this context, in one example, thecontent-distribution system 102 can receive the modifiablecontent-segment via one communication interface (e.g., an HDMIinterface), and the content-presentation device 104 can receive thesupplemental content via a different communication interface (e.g., anEthernet or WI-FI interface).

J. Operations Related to the Content-Presentation Device Performing aContent-Modification Operation

At a time-period T41, the content-presentation device 104 can performthe content-modification operation. The content-presentation device 104can do this in various ways, perhaps depending on the type ofcontent-modification operation to be performed.

In one example, the content-presentation device 104 performing acontent-modification operation can involve the content-presentationdevice 104 modifying the modifiable content-segment by replacing it withsupplemental content. This is referred to herein as a“content-replacement operation.” For example, in this scenario, thecontent-presentation device 104 can receive a linear sequence of contentsegments that includes the modifiable content-segment and the associatedmetadata, and can also receive the supplemental content segment, asdescribed above. The content-presentation device 104 can output forpresentation the sequence of content segments up until the modificationstart-time (which corresponds to the start of the modifiablecontent-segment), at which time the content-presentation device 104 canswitch to outputting for presentation the supplemental content instead.Then, at the modification end-time (which corresponds to the end of themodifiable content-segment), the content-presentation device 104 canswitch back to outputting for presentation the content that follows inthe linear sequence of content segments (or perhaps to other content,such as additional supplemental content that is replacing anothermodifiable content-segment).

In one example, the operation of the content-presentation device 104switching from outputting the sequence of content segments to outputtingthe supplemental content can involve using various buffers of thecontent-presentation device 104. For example, this can involve thecontent-presentation device 104 switching from using first data in afirst input buffer where the sequence of content segments is beingreceived to using second data in a second input buffer where thesupplemental content is being received, to populate a display buffer.

As such, according to one example as illustrated in FIG. 3, byperforming a content replacement operation, the content-presentationdevice 104 can replace the AD SEGMENT B with the AD SEGMENT D. As aresult, rather than outputting for presentation the RECEIPT SEQUENCE304, the content-presentation device can instead output for presentationthe FIRST MODIFIED SEQUENCE 306.

In another example, the content-presentation device 104 performing acontent-modification operation can involve the content-presentationdevice 104 modifying a modifiable content-segment by overlaying on themodifiable content-segment, overlay content (referred to herein as a“content overlay operation”). For example, in this scenario, thecontent-presentation device 104 can again receive a linear sequence ofcontent segments that includes the modifiable content-segment and theassociated metadata, and the content-presentation device 104 can alsoreceive the supplemental content, as described above.

The content-presentation device 104 can then output for presentation themodifiable content-segment as it ordinarily would, except that startingat the modification start-time, the content-presentation device 104 canstart overlaying the supplemental content on the modifiablecontent-segment. The content-presentation device 104 can continueoverlaying the supplemental content until the modification end-time. Inthis way, the content-presentation device 104 can overlay thesupplemental content during at least some temporal portion of themodifiable content-segment.

In one example, the operation of the content-presentation device 104overlaying supplemental content on the modifiable content-segment caninvolve using various buffers of the content-presentation device 104.For example, this can involve the content-presentation device 104 usinga portion of first data in a first input buffer where the sequence ofcontent segments is being received together with second data in a secondinput buffer where the supplemental content is being received, for thepurposes of populating a display buffer. In this way, thecontent-presentation device can combine relevant portions of themodifiable content-segment (i.e., all portions except those representingregion where the supplemental content is to be overlaid) together withthe supplemental content to be used as an overlay, to create the desiredmodifiable content-segment plus the supplemental content overlaidthereon.

As such, according to one example as illustrated in FIG. 3, byperforming a content overlay operation, the content-presentation device104 can overlay supplemental content on the AD SEGMENT B, therebymodifying it to AD SEGMENT B′. As a result, rather than outputting forpresentation the RECEIPT SEQUENCE 304, the content-presentation devicecan instead output for presentation the SECOND MODIFIED SEQUENCE 308.

K. Tracking and Reporting Operation-Related Data

To help facilitate performance of various operations such as thecontent-presentation device 104 performing a content-modificationoperation and to help allow for the tracking and reporting of suchoperations, the content-modification system 100 and/or componentsthereof can track and report various operation-related data at varioustimes and in various ways.

As just a few illustrative examples, responsive to certain operationsbeing performed, such as those described herein, thefingerprint-matching server 106, the content-presentation device 104,and/or another entity can generate, store, and/or transmit messages thatindicate (i) that a modifiable content-segment has been identified, (ii)that a channel has been identified/confirmed (perhaps based on a matchdetected as a result of a cold or hot match attempt), (iii) that anupcoming content-modification opportunity on the identified channel hasbeen identified, (iv) that supplemental content has been requested, (v)that supplemental content has been received, (vi), that acontent-modification operation has started, (vii) that acontent-modification operation has ended, and/or (viii) that a scheduledcontent-modification operation was aborted and/or not performed for anygiven reason. In some cases, these messages can include other metadatarelated to these operations. For example, the metadata can specifyrelevant timing information, device identifiers, channel identifiers,content segment identifiers, etc.

L. Watermark-Based Techniques

Although this disclosure has described the content-modification system100 using fingerprint-based technology to perform various operations andto provide various features, in some examples, the content-modificationsystem 100 can use watermark-based techniques instead of, or in additionto, fingerprint-based techniques, to perform these and other operationsand to provide these and other features.

For example, as an alternative to the fingerprint-based techniquedescribed above in which the fingerprint-matching server 106 identifiesthe channel on which the second content is being received by thecontent-presentation device 104, the content-distribution system 102 oranother entity can insert a channel identifier in the form of awatermark into the second content, such that the fingerprint-matchingserver 106, the content-presentation device 104, or another entity canextract the channel identifier and use it to identify the channel onwhich the second content is being received by the content-presentationdevice 104.

In this context, the content-modification system 100 can employ anywatermark technique now known or later developed.

M. Operations Related to Using Multiple Input Buffers of aContent-Presentation Device to Store Supplemental Content for aContent-Modification Operation

In line with the discussion above, the disclosed methods and systems canadvantageously increase the success rate of content-modificationoperations being performed (especially content-replacement operations),and can advantageously help increase the likelihood that suchcontent-modification operations are performed with higher-qualitysupplemental content, thus improving user experience.

Examples of the disclosed features and related features will now bedescribed. Although example operations will be described hereinprimarily as being performed by the content-presentation device 104 andthe content-management system 108, other entities of thecontent-modification system 100, such as the fingerprint-matching server106, could perform one or more of such operations in alternativeembodiments.

As noted above, the content-presentation device 104 can transmit, to thecontent-management system 108, a request for supplemental content foruse in connection with performing the content-modification operation atthe modification start-time. The request can include selection criteriafor the supplemental content, such as a specification for a particularrequested type, duration, aspect ratio, and/or resolution of content.

The content-management system 108 can receive the request and use it asa basis to select supplemental content from among multiple supplementalcontent items that are available for selection. In particular, thecontent-management system 108 can use selection criteria specified inthe request and/or other criteria in order to select both (i) firstsupplemental content having a first video quality that is higher than orequal to a predefined video quality threshold and (ii) secondsupplemental content having a second video quality that is lower thanthe predefined video quality threshold. That is, in response toreceiving the request, the content-management system 108 can select thefirst supplemental content based at least in part on a determination(e.g., by the content-management system 108 and/or by another computingsystem) that the first supplemental content is of a first video qualitythat is higher than or equal to the predefined video quality threshold,and can select the second supplemental content based at least in part ona determination (e.g., by the content-management system 108 and/or byanother computing system) that the second supplemental content is of asecond video quality that is lower than the predefined video qualitythreshold.

In some examples, the predefined video quality threshold can be athreshold display resolution. For instance, the first supplementalcontent can be selected based on it having a first video quality of 720por higher (e.g., 1080p or 4K), and the second supplemental content canbe selected based on it having a second video quality that is lower than720p (e.g., 480p). In other examples, the content-management system 108can select the first and second supplemental content based on othercriteria, separate from or in combination with a display resolutionthreshold. Such criteria can be a file size, duration, and/or aspectratio, for example. As a more particular example, in a situation wherethe first and second supplemental content are each 30 seconds in length,the content-management system 108 can be configured to select the firstsupplemental content based at least in part on a determination that thefirst supplemental content (i) has at least a 720p resolution and (ii)has a file size of at least 10 megabytes (MB). Likewise, thecontent-management system 108 can be configured to select the secondsupplemental content based at least in part on a determination that thesecond supplemental content (i) is less than 720p resolution and (ii)has a file size lower than 3 MB.

In situations where supplemental content equal to or higher than thepredefined video quality threshold is not available, thecontent-management system 108 can be configured to lower the predefinedvideo quality threshold or not use the predefined video qualitythreshold, instead selecting first supplemental content and secondsupplemental content where the first supplemental content has a highervideo quality or other higher parameter (e.g., file size) than thesecond supplemental content.

In alternative examples, the second supplemental content can be selectedbased on the second supplemental content having a second video qualitythat is lower than the first video quality, regardless of whether thesecond video quality is higher, lower, or equal to the predefined videoquality threshold.

As noted above, the content-modification operation that thecontent-presentation device is scheduled to perform can be acontent-replacement operation or a content-overlay operation, and thusthe first and second supplemental content can either both be alternativecontent for replacing the modifiable content-segment (e.g., areplacement advertisement) or both be overlay content for overlayingover the modifiable content-segment.

In some examples, the first and second supplemental content can be thesame supplemental content. For instance, the first and secondsupplemental content can be two versions of the same replacementadvertisement, such as a 1080p version and a 480p version of the samereplacement advertisement, respectively.

In other examples, the first and second supplemental content can bedifferent supplemental content. For instance, there might be a situationin which an advertisement provider has only provided one version of areplacement advertisement and prohibits the content-modification system100 from generating a higher or lower quality version of the replacementadvertisement. In such a situation, the content-management system 108can be configured to select the replacement advertisement and thenselect a backup replacement advertisement, different from thereplacement advertisement. As an example, if the content-managementsystem 108 determines that the replacement advertisement is lower thanthe predefined video quality threshold, the content-management system108 can responsively select the backup replacement advertisement to be areplacement advertisement having a higher video quality than thereplacement advertisement. Whereas, if the content-management system 108determines that the replacement advertisement is higher than or equal tothe predefined video quality threshold, the content-management system108 can responsively select the backup replacement advertisement to be areplacement advertisement having a lower video quality than thereplacement advertisement. Other examples are possible as well.

The content-management system, 108 can use a variety of information as abasis for selecting backup supplemental content such as a backupreplacement advertisement, including but not limited to video quality,duration, file size, historical content consumption data and/ordemographic data.

Upon selecting the first and second supplemental content, thecontent-management system 108 can cause the first and secondsupplemental content to be transmitted to a first and second inputbuffer, respectively, of the content-presentation device 104. Thecontent-presentation device 104 can receive the first supplementalcontent into a first input buffer of the content-presentation device104, and can receive the second supplemental content into a second inputbuffer of the content-presentation device 104.

As an example, and as described above, the content-management system 108can transmit a request for (i) a first link pointing to the firstsupplemental content hosted by the supplemental-content delivery system112 and (ii) a second link pointing to the second supplemental contenthosted by the supplemental content delivery system 112, upon which thesupplemental-content delivery system 112 can receive and respond to therequest by transmitting the requested first and second links to thecontent-management system 108. The content-management system 108 canthen transmit the first and second links to the content-presentationdevice 104, and the content-presentation device 104 can then in turn usethe first and second links to retrieve (e.g., download) the first andsecond supplemental content into the first and second input buffer,respectively.

As another example, the content-management system 108 can retrieve filesfor the first and second supplemental content from thesupplemental-content delivery system 112 and transmit the files to thecontent-presentation device 104. Other examples are possible as well.

Within a predefined time period before the modification start-time, thecontent-presentation device 104 can make a determination of whether anentirety of the first supplemental content has been received into thefirst input buffer. That is, the content-presentation device 104 checksto see if the higher quality supplemental content has downloaded. Forexample, the content-presentation device 104 can be configured to makethe determination within two seconds, one second, or less than onesecond. In some examples, the content-presentation device 104 can makethe determination at approximately the modification start-time.

Based on the determination of whether the entirety of the firstsupplemental content has been received into the first input buffer, thecontent-presentation device 104 can select supplemental content from aset of supplemental content that includes the first supplemental contentand the second supplemental content and perform the content-modificationoperation (e.g., a content-replacement operation or content-overlayoperation) by modifying (e.g., replacing or overlaying over) themodifiable content-segment using the selected supplemental content.

In particular, if the content-presentation device 104 determines thatthe entirety of the first supplemental content has been received intothe first input buffer, the content-presentation device 104 canresponsively perform the content-modification operation by modifying themodifiable content-segment using the first supplemental content insteadof the second supplemental content. Whereas, if the content-presentationdevice 104 determines that less than the entirety of the firstsupplemental content has been received into the first input buffer, thecontent-presentation device 104 can responsively perform thecontent-modification operation by modifying the modifiablecontent-segment using the first supplemental content instead of thesecond supplemental content. Thus, if the higher-quality, firstsupplemental content has fully downloaded within the predefined timeperiod before the modification start-time (or at exactly themodification start-time), the content-presentation device 104 canperform the content-modification operation using the first supplementalcontent.

In alternative examples, the content-presentation device 104 can make adetermination of whether at least a threshold portion of the firstsupplemental content has been received into the first input buffer. Thethreshold portion can be set to be the entirety (e.g., 100%) of thetotal file size of the first supplemental content, or can be set to beless than the entirety. For instance, if 75% or more of the total filesize of the first supplemental content (e.g., a 30 second advertisement)has been downloaded, the content-presentation device 104 canresponsively begin performing the content-modification operation usingthe first supplemental content.

Additionally or alternatively to taking into account whether at least athreshold portion of the first supplemental content has been receivedinto the first input buffer, the content-presentation device 104 canmake a determination of how long it has taken to receive at least thethreshold portion of the first supplemental content into the first inputbuffer. For example, if the content-presentation device 104 determinesthat 75% of the total file size of the first supplemental content (e.g.,a 30 second advertisement) has taken less than or equal to a thresholdtime (e.g., 5 seconds or less) to download, the first supplementalcontent may be likely to complete downloading before being fully playedout in accordance with the content-modification operation, and thus thecontent-presentation device 104 can responsively begin performing thecontent-modification operation using the first supplemental content.Whereas, if the content-presentation device 104 determines that 75% ofthe total file size of the first supplemental content (e.g., a 30 secondadvertisement) has taken greater than the threshold time to download(e.g., 5 minutes), the first supplemental content may be unlikely tocomplete downloading before being fully played out in accordance withthe content-modification operation, and thus the content-presentationdevice 104 can responsively begin performing the content-modificationoperation using the second supplemental content instead. Other examplesare possible as well.

In some examples, the first supplemental content and the secondsupplemental content can be received into the first and second inputbuffers substantially simultaneously (i.e., downloading bothsupplemental content at substantially the same time).

In other examples, however, the content-presentation device 104 canreceive the second supplemental content into the second input buffer,and then the content-presentation device 104 can begin receiving (e.g.,begin downloading) the first supplemental content into the first inputbuffer only after an entirety of, or at least a threshold percentage(e.g., 80%) of the total file size of, the second supplemental contenthas been received into the second input buffer. This can increase thelikelihood of having the second supplemental content (i.e., the lowerquality supplemental content) downloaded in time for performing thecontent-modification operation in scenarios where thecontent-presentation device's ability to download the first and secondsupplemental content is limited by the content-presentation device'soutgoing, client-side bandwidth. Further, this can also decrease thelikelihood of having the first supplemental content (i.e., the higherquality supplemental content) downloaded in time in situations where thecontent-management system 108 and/or supplemental-content deliverysystem 112 (e.g., servers that provide the supplemental content to thecontent-presentation device 104) have server-side bandwidth limitations.

Thus, in such examples, the content-presentation device 104 candetermine the bandwidth of the server-side (e.g., the content-managementsystem 108 and/or supplemental-content delivery system 112), such as byreceiving an indication of the server-side bandwidth from thecontent-management system 108 and/or supplemental-content deliverysystem 112, and/or can determine its own, client-side bandwidth. Basedat least in part on the server-side bandwidth and/or the client-sidebandwidth, the content-presentation device 104 can select a downloadoperation from a set of download operations that includes (i) a firstdownload operation in which the content-presentation device receives thefirst supplemental content into the first input buffer at substantiallythe same time as the content-presentation device receives the secondsupplemental content into the second input buffer and (ii) a seconddownload operation in which the content-presentation device receives anentirety of the second supplemental content into the second input bufferbefore receiving the first supplemental content into the first inputbuffer. The content-presentation device 104 can then receive the firstand second supplemental content in accordance with the selected downloadoperation. That is, the content-presentation device 104 can determine,based at least in part on the server-side bandwidth and/or theclient-side bandwidth, whether to download the first and secondsupplemental content at substantially the same time or rather todownload at least a portion of the second supplemental content beforebeginning to download the first supplemental content.

As a specific example, consider a situation in which the firstsupplemental content is 100 MB, the second supplemental content is 10MB, and the maximum client-side bandwidth of the content-presentationdevice 104 is 10 MB/second. Table 1 illustrates how downloading inparallel or downloading in series can be preferable over one anotherdepending on the server-side bandwidth and/or client-side bandwidth inthis situation.

TABLE 1 Server-side bandwidth: Server-side bandwidth: 100 MB/second 1MB/second Parallel Second supplemental content Second supplementalcontent download ready after 2 seconds, first ready after 10 seconds,first supplemental content ready supplemental content ready after 11seconds after 100 seconds Series Second supplemental content Secondsupplemental content download ready after 1 second, first ready after 10seconds, first supplemental content ready supplemental content readyafter 11 seconds after 110 seconds

Thus, as shown in Table 1, when the server-side bandwidth is limited,downloading the first and second supplemental content in parallel can bemore advantageous over downloading the first and second supplementalcontent in series because the first supplemental content is downloadedsooner, whereas when the client-side bandwidth is limited, downloadingat least a portion of the second supplemental content before the firstsupplemental content can be more advantageous over downloading the firstand second supplemental content in parallel because the secondsupplemental content is downloaded sooner. Other examples are possibleas well.

FIG. 5 is a flow chart of an example method 500. At block 502, themethod 500 includes transmitting a request for supplemental content foruse by a content-presentation device in performing acontent-modification operation, where the content-modification operationcomprises modifying a modifiable content-segment received by thecontent-presentation device, and where the content-presentation deviceis scheduled to perform the content-modification operation at amodification start-time.

At block 504, the method 500 includes in response to the request:receiving, into a first input buffer of the content-presentation device,first supplemental content having a first video quality that is higherthan or equal to a predefined video quality threshold, and receiving,into a second input buffer of the content-presentation device, secondsupplemental content having a second video quality that is lower thanthe predefined video quality threshold, where the second input buffer isdifferent from the first input buffer.

At block 506, the method 500 includes within a predefined time periodbefore the modification start-time, making a determination of whether anentirety of the first supplemental content has been received into thefirst input buffer.

At block 508, the method 500 includes based on the determination,selecting supplemental content from a set of supplemental content thatincludes the first supplemental content and the second supplementalcontent.

At block 510, the method 500 includes performing thecontent-modification operation by modifying the modifiablecontent-segment using the selected supplemental content.

In some embodiments, the act of making the determination of whether theentirety of the first supplemental content has been received into thefirst input buffer involves making a determination that the entirety ofthe first supplemental content has been received into the first inputbuffer, the act of selecting the supplemental content from the set ofsupplemental content based on the determination involves selecting thefirst supplemental content based on the determination, and the act ofperforming the content-modification operation by modifying themodifiable content-segment using the selected supplemental contentinvolves performing the content-modification operation by modifying themodifiable content-segment using the selected first supplementalcontent.

In some embodiments, the act of making the determination of whether theentirety of the first supplemental content has been received into thefirst input buffer involves making a determination that less than theentirety of the first supplemental content has been received into thefirst input buffer, the act of selecting the supplemental content fromthe set of supplemental content based on the determination involvesselecting the second supplemental content based on the determination,and the act of performing the content-modification operation bymodifying the modifiable content-segment using the selected supplementalcontent involves performing the content-modification operation bymodifying the modifiable content-segment using the selected secondsupplemental content.

In some embodiments, the first supplemental content and the secondsupplemental content are the same supplemental content.

In some embodiments, wherein the first supplemental content and thesecond supplemental content are different supplemental content.

In some embodiments, the content-modification operation is acontent-replacement operation, and the act of performing thecontent-modification operation by modifying the modifiablecontent-segment using the selected supplemental content involvesperforming the content-replacement operation by replacing the modifiablecontent-segment with the selected supplemental content.

In some embodiments, the content-modification operation is acontent-overlay operation, and the act of performing thecontent-modification operation by modifying the modifiablecontent-segment using the selected supplemental content involvesperforming the content-overlay operation by overlaying the selectedsupplemental content over the modifiable content-segment.

In some embodiments, the predefined video quality threshold is a 720pdisplay resolution.

In some embodiments, the act of transmitting the request forsupplemental content involves transmitting, to a computing systemassociated with delivery of supplemental content to thecontent-presentation device, a request for a link pointing tosupplemental content. In such embodiments, the act of receiving thefirst supplemental content into the first input buffer and the secondsupplemental content into the second input buffer in response to therequest involves in response to the request: receiving, from thecomputing system, a first link pointing to the first supplementalcontent and using the first link to download the first supplementalcontent from the computing system into the first input buffer, andreceiving, from the computing system, a second link pointing to thesecond supplemental content and using the second link to download thesecond supplemental content from the computing system into the secondinput buffer.

In some embodiments, the method 500 also includes determining aclient-side bandwidth associated with the content-presentation device,determining a server-side bandwidth associated with a computing systemthat is associated with delivery of supplemental content to thecontent-presentation device, and based on one or more of the client-sidebandwidth and the server-side bandwidth, selecting a download operationfrom a set of download operations that includes (i) a first downloadoperation in which the content-presentation device receives the firstsupplemental content into the first input buffer at substantially thesame time as the content-presentation device receives the secondsupplemental content into the second input buffer and (ii) a seconddownload operation in which the content-presentation device receives anentirety of the second supplemental content into the second input bufferbefore receiving the first supplemental content into the first inputbuffer. In such embodiments, the act of receiving the first supplementalcontent into the first input buffer involves receiving the firstsupplemental content into the first input buffer in accordance with theselected download operation, and the act of receiving the secondsupplemental content into the second input buffer involves receiving thesecond supplemental content into the second input buffer in accordancewith the selected download operation.

IV. Example Variations

Although the examples and features described above have been describedin connection with specific entities and specific operations, inpractice, there are likely to be many instances of these entities andmany instances of these operations being performed, perhapscontemporaneously or simultaneously, on a large-scale basis. Indeed, inpractice, the content-modification system 100 is likely to include manycontent-distribution systems (each potentially transmitting content onmany channels) and many content-presentation devices, with some or allof the described operations being performed on a routine and repeatingbasis in connection with some or all of these entities.

In addition, although some of the operations described in thisdisclosure have been described as being performed by a particularentity, the operations can be performed by any entity, such as the otherentities described in this disclosure. Further, although the operationshave been recited in a particular order and/or in connection withexample temporal language, the operations need not be performed in theorder recited and need not be performed in accordance with anyparticular temporal restrictions. However, in some instances, it can bedesired to perform one or more of the operations in the order recited,in another order, and/or in a manner where at least some of theoperations are performed contemporaneously/simultaneously. Likewise, insome instances, it can be desired to perform one or more of theoperations in accordance with one more or the recited temporalrestrictions or with other timing restrictions. Further, each of thedescribed operations can be performed responsive to performance of oneor more of the other described operations. Also, not all of theoperations need to be performed to achieve one or more of the benefitsprovided by the disclosure, and therefore not all of the operations arerequired.

Although certain variations have been described in connection with oneor more examples of this disclosure, these variations can also beapplied to some or all of the other examples of this disclosure as welland therefore aspects of this disclosure can be combined and/or arrangedin many ways. The examples described in this disclosure were selected atleast in part because they help explain the practical application of thevarious described features.

Also, although select examples of this disclosure have been described,alterations and permutations of these examples will be apparent to thoseof ordinary skill in the art. Other changes, substitutions, and/oralterations are also possible without departing from the invention inits broader aspects as set forth in the following claims.

What is claimed is:
 1. A method comprising: transmitting a request forsupplemental content for use by a content-presentation device inperforming a content-modification operation, wherein thecontent-modification operation comprises modifying a modifiablecontent-segment that is part of a linear sequence of content-segmentsreceived by the content-presentation device, and wherein thecontent-presentation device is scheduled to perform thecontent-modification operation at a scheduled modification start-time;in response to the request: receiving, into a first input buffer of thecontent-presentation device, first supplemental content having a firstvideo quality that is higher than or equal to a predefined video qualitythreshold, and receiving, into a second input buffer of thecontent-presentation device, second supplemental content having a secondvideo quality that is lower than the predefined video quality threshold,wherein the second input buffer is different from the first inputbuffer; determining that there is less than a predefined time periodbefore the modification start-time; in response to determining thatthere is less than the predefined time period before the modificationstart-time, making a determination of whether the entirety of the firstsupplemental content has been received into the first input buffer; andin response to making the determination; selecting supplemental contentfrom a set of supplemental content that includes the first supplementalcontent and the second supplemental content; and performing thecontent-modification operation by modifying the modifiablecontent-segment using the selected supplemental content.
 2. The methodof claim 1, wherein making the determination of whether the entirety ofthe first supplemental content has been received into the first inputbuffer comprises making a determination that the entirety of the firstsupplemental content has been received into the first input buffer,wherein selecting the supplemental content from the set of supplementalcontent based on the determination comprises selecting the firstsupplemental content based on the determination, and wherein performingthe content-modification operation by modifying the modifiablecontent-segment using the selected supplemental content comprisesperforming the content-modification operation by modifying themodifiable content-segment using the selected first supplementalcontent.
 3. The method of claim 1, wherein making the determination ofwhether the entirety of the first supplemental content has been receivedinto the first input buffer comprises making a determination that lessthan the entirety of the first supplemental content has been receivedinto the first input buffer, wherein selecting the supplemental contentfrom the set of supplemental content based on the determinationcomprises selecting the second supplemental content based on thedetermination, and wherein performing the content-modification operationby modifying the modifiable content-segment using the selectedsupplemental content comprises performing the content-modificationoperation by modifying the modifiable content-segment using the selectedsecond supplemental content.
 4. The method of claim 1, wherein the firstsupplemental content and the second supplemental content are the samesupplemental content.
 5. The method of claim 1, wherein the firstsupplemental content and the second supplemental content are differentsupplemental content.
 6. The method of claim 1, wherein thecontent-modification operation is a content-replacement operation, andwherein performing the content-modification operation by modifying themodifiable content-segment using the selected supplemental contentcomprises performing the content-replacement operation by replacing themodifiable content-segment with the selected supplemental content. 7.The method of claim 1, wherein the content-modification operation is acontent-overlay operation, and wherein performing thecontent-modification operation by modifying the modifiablecontent-segment using the selected supplemental content comprisesperforming the content-overlay operation by overlaying the selectedsupplemental content over the modifiable content-segment.
 8. The methodof claim 1, wherein the predefined video quality threshold is a 720pdisplay resolution.
 9. The method of claim 1, wherein transmitting therequest for supplemental content comprises transmitting, to a computingsystem associated with delivery of supplemental content to thecontent-presentation device, a request for a link pointing tosupplemental content, and wherein receiving the first supplementalcontent into the first input buffer and the second supplemental contentinto the second input buffer in response to the request comprises: inresponse to the request: receiving, from the computing system, a firstlink pointing to the first supplemental content and using the first linkto download the first supplemental content from the computing systeminto the first input buffer, and receiving, from the computing system, asecond link pointing to the second supplemental content and using thesecond link to download the second supplemental content from thecomputing system into the second input buffer.
 10. The method of claim1, further comprising: determining a client-side bandwidth associatedwith the content-presentation device; determining a server-sidebandwidth associated with a computing system that is associated withdelivery of supplemental content to the content-presentation device; andbased on one or more of the client-side bandwidth and the server-sidebandwidth, selecting a download operation from a set of downloadoperations that includes (i) a first download operation in which thecontent-presentation device receives the first supplemental content intothe first input buffer at substantially the same time as thecontent-presentation device receives the second supplemental contentinto the second input buffer and (ii) a second download operation inwhich the content-presentation device receives an entirety of the secondsupplemental content into the second input buffer before receiving thefirst supplemental content into the first input buffer, whereinreceiving the first supplemental content into the first input buffercomprises receiving the first supplemental content into the first inputbuffer in accordance with the selected download operation, and whereinreceiving the second supplemental content into the second input buffercomprises receiving the second supplemental content into the secondinput buffer in accordance with the selected download operation.
 11. Anon-transitory computer-readable storage medium, having stored thereonprogram instructions that, upon execution by a processor, causeperformance of a set of operations comprising: transmitting a requestfor supplemental content for use by a content-presentation device inperforming a content-modification operation, wherein thecontent-modification operation comprises modifying a modifiablecontent-segment that is part of a linear sequence of content-segmentsreceived by the content-presentation device, and wherein thecontent-presentation device is scheduled to perform thecontent-modification operation at a scheduled modification start-time;in response to the request: receiving, into a first input buffer of thecontent-presentation device, first supplemental content having a firstvideo quality that is higher than or equal to a predefined video qualitythreshold, and receiving, into a second input buffer of thecontent-presentation device, second supplemental content having a secondvideo quality that is lower than the predefined video quality threshold,wherein the second input buffer is different from the first inputbuffer; determining that there is less than a predefined time periodbefore the modification start-time; in response to determining thatthere is less than the predefined time period before the modificationstart-time, making a determination of whether the entirety of the firstsupplemental content has been received into the first input buffer; andin response to making the determination: selecting supplemental contentfrom a set of supplemental content that includes the first supplementalcontent and the second supplemental content; and performing thecontent-modification operation by modifying the modifiablecontent-segment using the selected supplemental content.
 12. Thenon-transitory computer-readable storage medium of claim 11, whereinmaking the determination of whether the entirety of the firstsupplemental content has been received into the first input buffercomprises making a determination that the entirety of the firstsupplemental content has been received into the first input buffer,wherein selecting the supplemental content from the set of supplementalcontent based on the determination comprises selecting the firstsupplemental content based on the determination, and wherein performingthe content-modification operation by modifying the modifiablecontent-segment using the selected supplemental content comprisesperforming the content-modification operation by modifying themodifiable content-segment using the selected first supplementalcontent.
 13. The non-transitory computer-readable storage medium ofclaim 11, wherein making the determination of whether the entirety ofthe first supplemental content has been received into the first inputbuffer comprises making a determination that less than the entirety ofthe first supplemental content has been received into the first inputbuffer, wherein selecting the supplemental content from the set ofsupplemental content based on the determination comprises selecting thesecond supplemental content based on the determination, and whereinperforming the content-modification operation by modifying themodifiable content-segment using the selected supplemental contentcomprises performing the content-modification operation by modifying themodifiable content-segment using the selected second supplementalcontent.
 14. The non-transitory computer-readable storage medium ofclaim 11, wherein the first supplemental content and the secondsupplemental content are the same supplemental content.
 15. Thenon-transitory computer-readable storage medium of claim 11, wherein thefirst supplemental content and the second supplemental content aredifferent supplemental content.
 16. The non-transitory computer-readablestorage medium of claim 11, wherein the content-modification operationis a content-replacement operation, and wherein performing thecontent-modification operation by modifying the modifiablecontent-segment using the selected supplemental content comprisesperforming the content-replacement operation by replacing the modifiablecontent-segment with the selected supplemental content.
 17. Thenon-transitory computer-readable storage medium of claim 11, wherein thecontent-modification operation is a content-overlay operation, andwherein performing the content-modification operation by modifying themodifiable content-segment using the selected supplemental contentcomprises performing the content-overlay operation by overlaying theselected supplemental content over the modifiable content-segment. 18.The non-transitory computer-readable storage medium of claim 11, whereinthe predefined video quality threshold is a 720p display resolution. 19.The non-transitory computer-readable storage medium of claim 11, the setof operations further comprising: determining a client-side bandwidthassociated with the content-presentation device; determining aserver-side bandwidth associated with a computing system that isassociated with delivery of supplemental content to thecontent-presentation device; and based on one or more of the client-sidebandwidth and the server-side bandwidth, selecting a download operationfrom a set of download operations that includes (i) a first downloadoperation in which the content-presentation device receives the firstsupplemental content into the first input buffer at substantially thesame time as the content-presentation device receives the secondsupplemental content into the second input buffer and (ii) a seconddownload operation in which the content-presentation device receives anentirety of the second supplemental content into the second input bufferbefore receiving the first supplemental content into the first inputbuffer, wherein receiving the first supplemental content into the firstinput buffer comprises receiving the first supplemental content into thefirst input buffer in accordance with the selected download operation,and wherein receiving the second supplemental content into the secondinput buffer comprises receiving the second supplemental content intothe second input buffer in accordance with the selected downloadoperation.
 20. A computing system comprising: a processor; and anon-transitory computer-readable storage medium, having stored thereonprogram instructions that, upon execution by the processor, causeperformance of a set of operations comprising: transmitting a requestfor supplemental content for use by a content-presentation device inperforming a content-modification operation, wherein thecontent-modification operation comprises modifying a modifiablecontent-segment that is part of a linear sequence of content-segmentsreceived by the content-presentation device, and wherein thecontent-presentation device is scheduled to perform thecontent-modification operation at a scheduled modification start-time;in response to the request: receiving, into a first input buffer of thecontent-presentation device, first supplemental content having a firstvideo quality that is higher than or equal to a predefined video qualitythreshold, and receiving, into a second input buffer of thecontent-presentation device, second supplemental content having a secondvideo quality that is lower than the predefined video quality threshold,wherein the second input buffer is different from the first inputbuffer; determining that there is less than a predefined time periodbefore the modification start-time; in response to determining thatthere is less than the predefined time period before the modificationstart-time, making a determination of whether the entirety of the firstsupplemental content has been received into the first input buffer; andin response to making the determination: selecting supplemental contentfrom a set of supplemental content that includes the first supplementalcontent and the second supplemental content; and performing thecontent-modification operation by modifying the modifiablecontent-segment using the selected supplemental content.